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Equalizing Music Initiative Launched By SMIRNOFF In An Effort To Double The Number Of Women Headliners By 2020

SMIRNOFF Brings Music Fans and Industry Leaders Together to Increase Diversity in Electronic Music.

Today, on International Women’s Day, SMIRNOFF announced a global commitment to create change through its “Equalizing Music” initiative. By bringing music fans and industry leaders together, SMIRNOFF aspires to double the number of woman-identified headliners by 2020. According to a sample study conducted by THUMP, women only made up an average 17% of headliners in 2016 at music festivals around the world.

The plan to achieve this goal by releasing a new platform together with THUMP, Broadly and Spotify that will generate exposure of women who are equalizing electronic music and creating awareness with thier new inspirational documentary series they are releasing titled “Smirnoff: Equalizing Music.” The new documentary amplifies the voices of women by sharing the stories of two electronic music DJs – The Black Madonna from the United States and DJ Rachael from Uganda.

DJ Rachael from Uganda & The Black Madonna from The United States

“We believe that our brands should have a purpose greater than just amazing drinks, and SMIRNOFF brand’s purpose is to move the world to be inclusive,” said Syl Saller, Diageo Chief Marketing Officer. “We believe we can make a difference by using our presence in electronic music culture to drive diversity within the community. By 2020, SMIRNOFF aims to make a difference by doubling the number of women headliners and this mission requires music fans and industry leaders to work together to achieve this bold goal.”

Spotify has also curated a unique playlist available for listeners to hear “We are committed to promoting gender equality on Spotify through the diversity of the music available on the service and the artists, songwriters and DJs who create it,” said Austin Kramer, Spotify Global Head of Dance and Electronic Music. “We applaud the SMIRNOFF “Equalizing Music” initiative, and look forward to supporting their goal of increasing gender diversity within the electronic music industry.”

Whether mixing it up behind the bar, behind the DJ booth or at home, SMIRNOFF reminds music fans of all gender identities to pace themselves and drink responsibly. To learn more visit DRINKiQ.com.